BMW Motorrad and Yash Raj Films get into a motorcycle partnership for Dhoom 3

By Nandini Sen GuptaCHENNAI: Bollywood’s obsession with mean machines has always spelt good branding for one and box office bonanza for the other. The latest in that lineup is German auto major BMW Motorrad and the soon-to-realise Dhoom 3. The bike division of BMW has tied up with the Dhoom franchise which has used motorcycles in all of its previous outings as well. The company has announced its “partnership” in a statement released on Tuesday.

“BMW Motorrad and Yash Raj Films unveil their debut collaboration in the form of an exclusive motorcycle partnership,” the company said in a statement. “The upshot is edge-of-the-seat footage depicting breakneck biking stunts with the high-performance BMW S 1000 RR and BMW K 1300 R models.”

The latest Dhoom movie is due for release in the third week of December. The Dhoom franchise has already spawned its share of biker branding – John Abraham who starred in the first film is known to be a committed biker and has been associated with Japanese motorcycle brand Yamaha for some time.

While biking has been integral to the Dhoom series, it spells good business for BMW which has tied up with TVS for an India foray. “For BMW Motorrad, the focus is always on the rider’s experience. That is why we are incredibly proud to be making our debut not just in an Indian film venture but in the biggest Bollywood blockbuster of the year – and with our BMW bikes playing such a high-profile role,” says Alexander Baraka, head of events, exhibitions and motorsport marketing. “This is a project predestined for high-speed chases on the big screen.”

Bollywood has often partnered with high-profile automobile companies which benefit from their screen time and the attendant branding attention. It started with Shah Rukh Khan and his Hyundai association which extended to the big screen and is now extremely commonplace. The BMW-Dhoom alliance is one more Bollywood-Motown partnership in that long line up.

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